ABSTRACT
Perceptual mapping of customers’ views of a brand’s attributes and its standing vis-a`-vis rivals is a common approach adopted by marketers as they strive to identify how customers perceive their brand in the context of their needs and perceptions of competing brands. The brand positioning statement (Peugeot’s Drive of Your Life) and visual identity (McDonald’s Golden Arches) are often the manifestation of the positioning strategy. The positioning should be given to the advertising agency and marketing communications expert, who must effectively convey the determined positioning to the target audience.
